England were yesterday looking for a new shirt sponsor after Brit Insurance said it would not renew the contract when it expires in 2014.

The Brit logo appears on all England's playing and training kit under a four-year, £18m agreement signed in 2010. The contract expires at the end of the Ashes series in Australia but may be terminated early if a new backer is found. "We hope to find someone before spring 2014," said the England and Wales Cricket Board commercial director, John Perera.

Brit Insurance blamed the decision on a new focus on business beyond Britain but there is growing evidence that companies are demanding more from sport.

UK Athletics is yet to announce a new sponsor after insurer Aviva said it was ending a 13-year partnership.